A Lexical Study of Comparisons with Typical Brand Users of Goods

Gorbaniuk, Oleg; Kolańska, Magdalena; Wilczewski, Michał; Ivanova, Ana

doi:10.32612/uw.20804814.2017.2.pp.30-45

Cited by 4 publications

(5 citation statements)

References 42 publications

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“…The image of the TBU reflects the qualities that are important from the consumer's point of view, while the acquisition of a brand refers to the qualities that a person wants to achieve (Gorbaniuk et al, 2021;Sirgy et al, 1997) or from which he/she wants to protect himself/herself (Bosnjak & Rudolph, 2008;Gorbaniuk et al, 2021), which ultimately translates into brand preference (Mangleburg et al, 1998). The image of a TBU may contain both positive and negative associations (Gorbaniuk et al, 2017(Gorbaniuk et al, , 2021 and is formed directly based on the consumer's own experiences and contacts with brand users or indirectly from other sources (Keller, 2003). User associations relate to many different dimensions, including personality dispositions and social aspects (Gorbaniuk et al, 2021), demographic characteristics (gender, age), psychographic factors (attitudes towards career or political institutions), and other factors (Gorbaniuk & Razmus, 2009).…”

Section: Brand Preference and Brand User Imagementioning

confidence: 99%

Masstige as a mediator of the relationship between a typical user's image and brand preference

Kolańska-Stronka

Krasa

2023

Int J Consumer Studies

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The primary research objective was to test the masstige model, which is a mechanism to explain the relationship between symbolic value associated with a brand and brand preference (purchase intention). Using an online individual interview method, respondents rated the masstige, preference, and symbolic characteristics perceived in the image of a typical brand user (TBU), identifying three generalized positive and four negative characteristics. The research was conducted on 20 different brands. The generalized results were analysed using the partial least squares structural equation modeling method. The present study, based on 393 interviews, found that the main TBU characteristics positively associated with brand masstige were two positive dimensions of Sophistication (e.g., elegant), Responsibility (e.g., solid), and one negative dimension of Boorishness (e.g., simpleton), which significantly reduced masstige. In addition, TBU brings the masstige independent part of the brand preference. The results confirm the theoretical relationship between symbolic brand value and masstige, and show that masstige is not the only determinant of brand purchase intention. The results allow for the development/strengthening of the masstige brand statute by targeting TBU characteristics associated with style or responsibility, and reducing associations with neglect, which may translate into increased sales.

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Section: Brand Preference and Brand User Imagementioning

confidence: 99%

Masstige as a mediator of the relationship between a typical user's image and brand preference

Kolańska-Stronka

Krasa

2023

Int J Consumer Studies

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“…Researchers referring to congruence theory for many years focused mostly on the positive value added by brands to a consumer's self-image (Aguirre-Rodriguez et al, 2012), ignoring the aspect of negative traits associated with the brand, which were accentuated by few researchers (Bosnjak, 2010;Bosnjak & Rudolph, 2008). Relatively more recent studies (Gorbaniuk et al, 2017), have shown that negative traits account for nearly 30% of the typical user's image associations. This means that research on congruence themes may have ignored the important domain of congruence between consumer image and TBU.…”

Section: A Symbolic Brand Value and Self-tbu Congruencementioning

confidence: 99%

“…The direct measurement of congruence (Sirgy et al, 1997), consisted of three items for measuring the congruence of the user's self-image with the desired selfimage (α = .93), actual self-image (α = .93), and undesired self-image (α = .96), which was included due to the value of negative traits for congruence (Bosnjak & Rudolph, 2008) and the existence of negative associations with TBU (Gorbaniuk et al, 2017). The scales are presented in Appendix B.…”

Section: Operationalisationmentioning

confidence: 99%

The impact of self-esteem on the perceived brand added value to self-image

2023

Polish Psychological Bulletin

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The presented article consists of two studies (correlation and experimental) on the importance of self-esteem for the perceived value added by a brand to a consumer's self-image. Both studies were conducted online, using the snowball method, controlling for participants' gender and product categories. The correlation study showed that consumers, with an increase in self-esteem understood as a trait, look for more positive traits in brands and fewer negative traits to incorporate into their self-image by purchasing the brand. In addition, they confirmed that brand preference is mainly related to the qualities possessed, which the consumer can confirm by purchasing the brand. The experimental study showed that people with lowered self-esteem perceive more positive traits in brands that they can incorporate into their self-image by purchasing the brand, and there were no differences in confirming positive traits and avoiding negative traits that are associated with the brand. The new measurement of the perceived value of a brand to a consumer's selfimage, used, allowed the identification of specific areas of brand image sensitive to a consumer's self-esteem.

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“…The psycholexical research methodology has recently been employed to develop structural models of the image of marketing objects in lexical studies of, among others: brand image structure (Gorbaniuk 2011); brand user image (Gorbaniuk et al 2012;Gorbaniuk/Dudek 2016;Gorbaniuk/Kolańska/Wilczewski et al 2017); company image (Gorbaniuk/Razmus/Firlej et al 2017); political party image (Gorbaniuk/Kusak/ Kogut et al 2015); politicians (Gorbaniuk/Razmus/Slobodianyk et al 2017) and countries (Gorbaniuk/Omiotek 2011).…”

Section: Development Of Structural Models Based On Lexical Structuresmentioning

confidence: 99%

From exploratory research to structural models: A multilevel lexical approach to studying the image of marketing objects

Kolańska-Stronka

Gorbaniuk

Wilczewski

2020

Self Cite

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The key problem in studies of marketing objects (e.g., brands, political parties) is the lack of agreement on the universal dimensions through which such objects are perceived, as well as on methodologies allowing their identification. As a result, researchers often use structural models (and instruments) that lack ecological validity. We offer a solution to that problem by presenting a methodology that draws on lexical research and which has allowed researchers to establish universal dimensions of personality perception in psychology. By discussing the theoretical and methodological tenets of the multilevel lexical approach to exploring images of marketing objects, we also overcome another problem of neglecting the hierarchical structure of the phenomena and data.

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A Lexical Study of Comparisons with Typical Brand Users of Goods

Cited by 4 publications

References 42 publications

Masstige as a mediator of the relationship between a typical user's image and brand preference

Masstige as a mediator of the relationship between a typical user's image and brand preference

The impact of self-esteem on the perceived brand added value to self-image

From exploratory research to structural models: A multilevel lexical approach to studying the image of marketing objects

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